Landing Page Design
and Its Impact on Internet Marketing
By:
Gregory Smyth
A landing page is generally the most important part of your
website's design - even if the remainder of the site is
beautifully designed, wonderfully clear, technically advanced and
professional, your conversion rates will languish without proper
landing page design. When a visitor lands at your site, they are
looking for the answer to several questions. They want to know
whether this is the right place to meet their needs, whether it
matches with their expectations, whether your company is
trustworthy, and how much time it will take on your site to find
what they are looking for and complete related activities. Expert
internet marketing services and search engine ranking optimization
can bring more traffic, and better qualified traffic to your site
- we show you how to ensure that you maximize that opportunity
with your landing page design.
Of course, basic real-world and internet marketing principles
need to be applied to a landing page, just as they are to any
other business activity. You need to understand the type of
visitor that will be coming to that site, and who is most likely
to convert (demographically). You also need to set your metrics
and put in place ways to measure the success of your landing page
modifications. Once you have done that, though, visual website
design elements are the most important thing to focus on for
building better conversion rates.
Landing pages need to be simple - if people can't find what
they are looking for within an extremely short time frame, your
site will be assessed as requiring too much work, and your visitor
will leave. Blocks of color, secondary navigation bars, and
unnecessary clip art all serve to distract your prospects. While
they may help the site's general appearance, they won't help the
conversion rate. Website analytics, using packages such as
WebTrends available from internet marketing service providers,
will reveal quickly whether your landing page is too complicated,
with a high dropout rate for a short amount of time spent on that
page.
Hard-to-read type is another deadly sin when it comes to the
website design of landing pages. Font sizes less than 10 points
should never be considered - no visitors will read it. You should
also follow basic typeface rules such as never reversing text
(putting large blocks of light text on a dark background), and
keeping font styles simple. And, following the same rule as not
having extraneous visual elements, you should not try to put more
than one offer on your landing page. This will only confuse your
prospects, negate your internet marketing efforts and lose you
sales.
You should also match your creative brief for advertising, for
both copy and design, to your landing page. This is one way of
ensuring that visitors know they have come to the right place, and
greatly improves conversion rates. This is also why your website's
home page should never be the landing page for advertising offers,
unless you have a very specific, very static offering, and the
page was designed with it in mind.
About the Author
InetAsia Solutions is a new breed of
internet
marketing consultancy. InetAsia is the official WebTrends
distributor for South East Asia, Hong Kong and Southern China.
Services include web analytics, search engine optimization,
website design and internet marketing services. Check out our
website to find out more about
search engine
optimization and much more.
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